A new survey from digital marketing consultants ConsultMyApp (CMA) shows that nearly half (44%) of CMOs are anticipating a negative impact from the pending recession as they look to streamline their marketing strategy next year.
The survey questioned 101 CMOs of businesses with more than 250 employees on their mobile marketing priorities for 2023 in the face of this economic struggle, and the results show an interesting and rare insight into the trends growing within digital marketing.
The survey highlighted key issues which CMOs are looking to make headway on in the year, including increased investment in: new service introductions (42%); brand building (42%); and web and mobile web marketing spending (38%).
As well as these critical areas, hyper-personalisation is another attribute that marketing teams will be looking to increase in their digital platforms going into 2023. In fact, over two-fifths (41%) put focusing on hyper-personalisation as their highest priority in 2023. Other top priorities include delivering predictive and proactive engagement (40%) and creating positive consumer experiences (36%)
CMA’s data highlights that a startling number of businesses have dedicated teams for both acquisitions and for mobile-first messaging platforms, yet only 6% have a team for organic growth marketing such as App Store Optimisation (ASO).
Responding to this latest data, Mike Rhodes, Founder and CEO of ConsultMyApp, said: “Our latest data offers an incredibly insightful look into how marketers are handling the ongoing financial strain and a potential recession, and where they plan to invest their budgets as we head into 2023.
“We’re seeing a proactive shift from budgets going towards traditional means of marketing and instead, being directed into more intrinsic digital marketing avenues. This is a positive sign that apps and platforms are not afraid to invest more in the growing industry of digital marketing that has far greater demonstrable value when compared to legacy formats of marketing such as ‘Above the Line’ or ‘Out of Home’ advertising. Here at CMA, we’re proactively ensuring our clients get tangible and measurable impact from their digital marketing campaigns and investment.
“As we head towards 2023, with tighter budgets and more importance on ROI than ever before, we expect a shift towards these more measurable outputs of digital marketing and with that, a significant impact on the results in
The survey was completed by Censuswide in September and surveyed 101 18+ CMOs in large digital first companies (250+ employees).
